Chilean Fresh Fruit Association hyping nutritional benefits of Chilean fruit
The Chilean Fresh Fruit Association was impacted by the COVID-19 pandemic in both the way it markets the country’s fruit, as well as in its messaging.
“In the past, we engaged in numerous in-store promotions, whether demos, display contests or other merchandising programs. Most of our retail programs have now shifted online and we’re running digital ads, digital coupons and web banner programs,” said Karen Brux. managing director of the Chilean Fresh Fruit Association. “With millions of Americans working from home and going to school from home, it’s more important than ever for us to give easy ways to incorporate our fruit into meals and snacks.”
The organization has designed manuals, guides, checklists and videos on each of the measures that must be observed and complied with in order to ensure the health of workers, as well as the safety of processes and its fruits.
“Actions have also been planned to respond as quickly as required, in the event of an unforeseen event,” Brux said. “Chile has a long history and a strong reputation as a supplier of safe, high-quality, flavorful fruit, and that continues to be our commitment.”
Additionally, understanding that retailers want to communicate nutritional benefits to their shoppers, the Chilean Fresh Fruit Association is building this messaging into its programs.
“We’re working with more and more registered dietitians and influencers to communicate nutrition and easy usage tips online,” Brux said. “We work with retail dietitians on Facebook Live segments and social media posts and also work with registered dietitians to produce short videos that communicate health benefits and usage tips. We have a strong focus on health benefits and easy, family-friendly usage ideas.”
The vast majority of the Association’s budget in North America goes toward retail support and it is committed to helping retailers drive sales of Chilean fruit.
For instance, with overlap between the blueberry, grape and stone fruit seasons, Brux encourages retailers to build a Chilean fruit display to better market the produce.
“Regarding grape displays and stone fruit displays, there are numerous varieties, with each having their own taste profile,” she said. “We can work with retailers to develop in-store signage that communicates taste information to their shoppers, giving them compelling reasons to purchase.”
She also recommends that retailers communicate to their shoppers that they can enjoy their favorite summer fruits during the winter courtesy of Chile.
“People want to know where their fruit is grown, how it’s grown, who’s growing it and we have numerous orchard videos and social media posts that retailers can share online in order to tell the story of Chilean fruit and create a stronger connection between their shoppers and our fruit,” Brux said.
This year more than ever, the Chilean Fresh Fruit Association has relied on social media to get the word out.
“We have almost daily posts on Facebook and Instagram with season-specific ideas and tips,” Brux said. “We also send a monthly newsletter to nearly 30,000 subscribers and we run numerous contests to generate buzz.”
She noted that The Produce News has sometimes included a link in its newsletter for special videos and the Chilean Fresh Fruit Association uses these videos in its social media platforms and works with retailers on geotargeting those who have liked these ads. The Association will also purchase TV ad space in major cities.
“With millions of people working from home and going to school from home, consumers are looking for convenient and healthy meal and snack ideas,” Brux said, adding that the Association is gearing up its marketing efforts for blueberry season right now.
“We are just at the start of the Chilean blueberry season, but we anticipate strong demand for Chilean blueberries,” she said. “Blueberries are the perfect fit. Packed with antioxidants and so versatile. They’re great on their own, and easy to add to a salad, yogurt, cereal, smoothie… just about anything. This is the message we will work to get out.”